Today's young workers want more than better wages — they want a voice in shaping the future. And 56% of Gen Z workers are actively seeking out unionized workplaces when considering where to work. The union brand, once about empowerment and fairness, became associated for many with conflict, stagnation or irrelevance. Instead of "stop automation," unions should instead position themselves around "designing a future where workers and technology succeed together." Nothing will build brand authenticity faster than Gen Z workers seeing people like themselves shaping union agendas.